Key factors influencing the purchase intention of activewear: an empirical study of US consumers

Abstract

ABSTRACTIn recent years, activewear is no longer contained to the gym. It is visible in places such as grocery store, movie theatre, and classroom. To better understand this phenomenon of activewear purchased to be worn as casualwear, based on an expanded theory of planned behaviour model, using the primary survey data, this study aimed to determine the key factors influencing the US consumers’ intention towards purchasing activewear for casual use. Multiple regression method was utilised for hypothesis testing. Attitude and perceived behavioural control showed significantly positive effects on intent to purchase activewear. Past activewear purchase behaviour and lifestyle orientation towards health and wellness help US consumers gain positive attitude towards shopping activewear for casual purpose. The proposed model exhibits a high explanatory power for US consumer purchase intention towards activewear for casual use, accounting for 52.4% of variance in the purchase intention.